Help Find Canada’s Missing Children Through The Most Valuable Network

Published on : Wednesday, May 25, 2016

In recognition of International Missing Children’s Day, WestJet and the Missing Children Society of Canada (MCSC) are asking Canadians to join the world’s largest online search party by donating their social media feeds to the Most Valuable Network. The goal is for 41,342 new users to sign up today – one new user for each child reported missing in one year. The first hours after a child goes missing are crucial to their safe recovery, which is why it’s so important to spread the word quickly through social media.

“Caring for children is a priority for us,” said Jenifer Badry, WestJet Team Lead, Community Investment. “We believe it is integral to spotlight our WestJet Cares for Kids partner, MCSC, and encourage WestJetters and Canadians to join us in proactively taking care of the most vulnerable among us – children. Through the Most Valuable Network we believe that we can actually put an end to child abductions. If a person knew that millions of people in the social world were watching they may be less inclined to take a child.”

Created in partnership with Microsoft, the Most Valuable Network allows MCSC to automatically post missing children alerts to the user’s donated Facebook or Twitter account for followers, fans and friends to view. When an alert is issued, the viral power of social media enables MCSC to reach hundreds of thousands of Canadians within mere moments of an alert going out.

“In honour of the children who have been found and the children who are still missing, we ask Canadians to take just one quick moment to join the Most Valuable Network and help bring a child home,” said Amanda Pick, Missing Children Society of Canada Chief Executive Officer. “We know that once a child is missing, time is of the essence. Activating the Most Valuable Network ensures that, within seconds, the information reaches every user within the targeted geographical area. Donors and their networks will instantly know to be on the lookout for abnormal situations in their community or anywhere they may be, including bus stations, railway stations and airports. In addition, the notifications can be easily shared with their friends and followers to multiply the number of people who see the alert, increasing the chances of finding that child.”

For more than 30 years, Missing Children Society of Canada has been providing information and support for families with missing children. MCSC works closely with law enforcement, families and the public, providing professional investigative services, family support, resources and more – all free of charge. On average, the organization closes three registered files per week. Currently, more than 1.4 million Facebook users and 185,000 Twitter users have donated their feeds to the Most Valuable Network.